One in six couples say this Valentine’s Day could be “make or break” for them this year

One in six couples say this Valentine’s Day could be “make or break” for them this year, our latest snap poll reveals.

The Talker Research survey examining how America takes Valentine’s Day to its heart found 17% of those in a serious relationship or marriage felt this year was particularly crucial for their relationship.

This rises to one in five (19%) for those unmarried but in a serious relationship who consider Feb. 14 “make or break” this year, but drops to 17% of couples already married.

The poll of 2,000 Americans saw a further 30% of married respondents say that, while not make or break, they see Valentine’s Day this year as a needed boost for their relationship.

And men were more likely to feel their relationship needs a Valentine’s Day boost than women were (35% men, 26% women).

But while many Americans feel this Feb. 14 may be significant for them, the majority still feel relaxed about the day — 64% of those surveyed feel Valentine’s Day is overrated.

Couple with their backs to each other, holding hands and leaning against a wall. Their shadow in front of them on the ground.

So does that mean they will be opening their wallets?

Fifty-eight percent of those in relationships said they’ll be keeping their spending similar to the amount they spent last year.
About a fifth (19%) are planning to spend less than they did last year, with just 12% of those in relationships saying they’ll be spending more than in 2024.

When it comes to splashing the cash on Valentine’s, is there a “right” amount to spend for a memorable time?

The average American polled estimates you need to spend $133 per person in total for a good Valentine’s Day overall when factoring in food, gifts and/or activities.
Four in ten of those surveyed said a good Valentine’s Day can be had for under $100 a head and a fifth (22%) said under $50.

And should love really cost a thing?

Twenty-eight percent of Americans polled said a good Valentine’s Day shouldn’t cost anything at all.
Interestingly, women were much more likely to feel Valentine’s Day shouldn’t cost anything than men were (34% women vs. 21% men).

And in a year of “no spend” trends, Valentine’s Day is no different. A third of couples polled (32% married or in a serious relationship) are deliberately not spending this Feb. 14 in order to save money.

Survey methodology

Talker Research surveyed 2,000 general population Americans with 1,000 men and 1,000 women; the survey was administered and conducted online between Friday, Jan. 31 and Monday, Feb. 3, 2025.